Chris Pepper, director of building and interiors marketing specialist Time54, explains how to go about creating video content that will help you connect with your audience.
The acceleration of digital marketing was incredible last year. The pandemic brought about significant social changes, which in turn resulted in a massive shift in digital use. While brands and their customers talked over social media channels even more, e-commerce sales went through the roof, and people looked to search engines to help them navigate through lockdown.
So, what does 2021 have in store for us?
One area that can help create engaging content, grow your audience, and in turn increase your influence, is video. Humans generally find videos more engaging and memorable than other types of content – in fact, online publisher Smart Insights has predicted that people will spend 100 minutes a day watching online videos in 2021.
That being the case, communicating your brand over video is a great way to get your audience’s attention. The introduction of Live Streams on various social platforms and the increasing popularity of YouTube, means that video should be used by brands to engage with your audience. The rise of TikTok demonstrates the importance of video, and while it might not have its place within Construction and Interiors just yet, it will.
Isn’t video expensive?
No, it doesn’t have to be. If you wanted an official brand video (the term corporate video springs to mind, but it just sounds dull when you say it like that), then you will need to invest a fair amount of budget into creating exactly the right content.
However, for the purpose of this blog we are talking about short form video i.e. videos you record yourself generally under 10 minutes in length.
You only have to log onto LinkedIn, Facebook or Instagram to see the popularity and engagement of video content. It’s a great way to get your personality and your message across. Which in turn builds relationships and generates leads.
What shall I say in videos?
When you’re thinking about what to say, think about what you are trying to achieve. So if you are looking to grow your business, build relationships and generate leads, the important thing above all else is to be authentic.
Talk about your brand’s values and who you like to do business with; or recent projects and how you helped your customer; or your thoughts on key industry trends.
Videos are great content, which feeds your social media channels and will also help your website to go up the search engine rankings. There is also talk of short form videos being shown in Google results pages, so it’s important to give your videos the right hashtags and meta information.
Business has changed considerably in the space of 12 months. But it’s clear to see that any brand that uses digital marketing to promote themselves (and done right) will reap the rewards in an ever-increasingly digital world.
If you want advice about video content and how it can benefit your business, get in touch with Chris at Time54: time54.co.uk.